Thursday, January 28, 2010

#Health30 - John Mills, Dir Prod Dev at Emblem Health - mobilize your org to support Social Media

More from Health 3.0 Conference:

John Mills tlaking about how to mobilize your organization to support Social Media

Emblem Health is based in NY and has 4M members.

Benefits of Social Media:

- Great for message testing
- Direct access to customers (no media filtering)
- Good way to build a buzz
- Promote image

General Issues:

- Trust
-- Members like their plan but distrust Health Plans in general
-- Concerned about PHR and Privacy
-- Concerned about bad image from negative comments - this is happening anyway - out of sight

Internal Issues - Apprehension - rises as you go up the organization:
-- Lack of control
-- Fear of unknown
-- Negative Publicity

Overcome by pointing to:
-- Competition is already there
-- Early mover advantage
-- Low cost with potentially high reward
-- Overcome bad publicity

A question arose about the difference in access between fans and friends. Ie. What can the owner of a fan page see about their supporters.

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